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Care UK: Transforming Digital Care Journeys for Modern Families
Care UK operates in a highly competitive post-COVID market where digital presence is critical. They faced challenges in standing out against aggregators, optimising search and paid media strategies, and ensuring a seamless user experience to convert interest into occupancy. Additionally, the absence of a centralised analytics system limited their ability to measure and optimise performance. They required a holistic digital strategy to strengthen their brand, enhance discoverability, and deliver measurable results.
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The Potential
Care UK is one of the UK's leading independent health and social care providers, operating a large portfolio of care homes in a post-COVID, highly competitive market. With increasing pressure on occupancy, rising expectations from families and referrers, and an ageing, fragmented digital state, Care UK needed a modern, performance-driven digital platform that could turn search demand into measurable occupancy, all without losing the human warmth families depend on.
The Insight
Choosing a care home is one of the most emotional, high-stakes decisions a family will ever make, and it starts with a search box. Families under pressure need clear, trustworthy, local information fast. If journeys are fragmented, content is thin, or local search is weak, they don't just bounce, they go elsewhere. In a multi-site care business, visibility in "near me" search and seamless, stress-free journeys can be the difference between empty beds and sustainable growth.
The Idea
Transform Care UK's digital presence from a static website and siloed channels into a connected, performance-ready ecosystem. We rebuiltcareuk.com on the Kentico Xperience 13 DXP, with mobile-first, audience-led journeys; embedded a brand-aligned careers hub into the main site; delivered a multi-year SEO, content and local search programme; and layered in a unifiedLooker Studio dashboard. Organic search, local listings, paid media and social were redesigned to work as a single acquisition engine, so Care UK could see, and shape, performance in real time at national, regional and home level.
The Technology
We worked with Care UK to select an appropriateDigital Experience Platform (DXP) and chose Kentico because it delivers the flexibility, control and performance a multi-site healthcare business demands. Kentico's marketer-friendly interface means Care UK's teams can manage content, update care home pages and publish Help & Advice guides without heavy development overhead. Flexible page templates and reusable components let the brand scale consistently across a nationwide portfolio, while robust workflow and governance features ensure content stays accurate, accessible and on-brand.
Kentico's SEO-friendly architecture, clean URLs, structured metadata, schema markup support, was all critical for driving organic and local search performance. And because Kentico integrates seamlessly with third-party systems like Harbour (for careers) and analytics platforms, we could build a connected ecosystem where content, search, media and data work as one. For a business where every home has its own local audience and every journey matters, Kentico gave Care UK the platform to compete today and evolve tomorrow.
The Impact
Families in moments of stress now find clearer, more reassuring journeys, from Help & Advice guides to rich, local care home pages and easy calls to action. Fewer "white noise" calls mean frontline teams can focus on higher-value conversations. Job seekers experience a coherent, integrated careers story that reflects the scale of opportunity at Care UK.Internally, teams share a single view of performance, making decisions together on the same numbers.
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